Coke’s Strategy In Drawing Crowds At the Olympics

Coke, Olympics 2012, Marketing Strategy, IT Project Management

Coca-Cola is using the Olympics as a stepping stone to bring back the hype of the Olympics. Coke is giving away 1,400 Olympic and Paralympic tickets for groups of four people throughout March and April 2012. The prize draw gives the public the chance to win the tickets to 35 different Olympic and Paralympic events, as well as VIP packages, every 30 minutes. Prospective winners must enter a special code at or text to 88555.


But is doesn’t end here, Coke is also looking to social media. A ‘Track the Beat’ game on Coca-Cola’s Facebook page asks users to collect “beats” to access special content from the Mark Ronson and Katy B sessions that produced the brand’s Olympic song, ‘Anywhere in the World’.


UK rapper Dizzee Rascal, who is associated with StreetGames, a charity the brand supports to bring sport to deprived areas, will launch the Coke promotion. He said: “The London 2012 Olympic and Paralympic Games are nearly here. Coca-Cola has some seriously hot tickets up for grabs, giving even more people the chance to be part of the magic this summer. Don’t miss out on this last chance to attend the Games in style.”

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